Apple 2013 Annual Report Download - page 31

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Mac
The following table presents Mac net sales and unit sales information for 2013, 2012 and 2011 (net sales in
millions and units in thousands):
2013 Change 2012 Change 2011
Net sales ........................................... $21,483 (7)% $23,221 7% $21,783
Percentage of total net sales ........................ 13% 15% 20%
Unit sales ........................................... 16,341 (10)% 18,158 9% 16,735
Mac net sales and unit sales for 2013 were down or relatively flat in all of the Company’s operating segments.
Mac ASPs increased slightly partially offsetting the impact of lower unit sales on net sales. The decline in Mac
unit sales and net sales reflects the overall weakness in the market for personal computers.
The year-over-year growth in Mac net sales and unit sales during 2012 reflects increased demand for Mac
portables in all of the Company’s operating segments driven by 2012 releases of updated models of MacBook
Air and MacBook Pro, including MacBook Pro with Retina display in June 2012. Partially offsetting the increase
in net sales of Mac portables was a decline in net sales of Mac desktops that reflected the overall decline in the
market for desktop personal computers during 2012. Additionally, the Company did not introduce updated
versions of its Mac desktop products in 2012.
iTunes, Software and Services
The following table presents net sales information of iTunes, software and services for 2013, 2012 and 2011 (in
millions):
2013 Change 2012 Change 2011
iTunes, software and services ........................... $16,051 25% $12,890 38% $ 9,373
Percentage of total net sales ........................ 9% 8% 9%
The increase in net sales of iTunes, software and services in 2013 compared to 2012 was primarily due to growth
in net sales from the iTunes Store, AppleCare and licensing. The iTunes Store generated a total of $9.3 billion in
net sales during 2013, a 24% increase from 2012. Growth in the iTunes Store, which includes the App Store, the
Mac App Store and the iBooks Store, reflects continued growth in the installed base of iOS devices, expanded
offerings of iOS apps and related in-App purchases, and expanded offerings of iTunes digital content.
The increase in net sales of iTunes, software and services in 2012 compared to 2011 was due primarily to growth
of the iTunes Store, which generated total net sales of $7.5 billion for 2012 compared to net sales of $5.4 billion
during 2011. The strong results of the iTunes Store in 2012 reflect growth of the App Store; growth of the
Company’s customer base; and the continued expansion of third-party audio, video and book content available
for sale or rent via the iTunes Store.
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